Customers' willingness to share personal information with firms and its relationship with customer loyalty

2015

Information on customers plays an important role in customer relationship management. With customer data companies can identify customers, understand their needs and hence, personalize products and services. New technological advancements have enabled companies to collect data more efficiently and have therefore resulted in broader use of information. However, customers must be willing to provide information needed in CRM. If trust has been built, they might provide information and engage in mutual relationship. Even though customer’s willingness to provide information is an important issue for companies, little research has been devoted to this phenomenon. The objective of this research is…